With the very first LEGO Discovery Center opening in Berlin back in 2007, this hive of brickish activity has spread to major cities around the world and now the LEGO Group have agreed a £200m deal to purchase both the LEGO and LEGOLAND Discovery Centers from Merlin Entertainments, who will continue to run the eleven LEGOLAND Resorts dotted across the globe. Check out the official press release below.
BILLUND, DENMARK, 24 September 2025: The LEGO Group today announced it has agreed to acquire LEGO Discovery Centres and LEGOLAND Discovery Centres from Merlin Entertainments. The acquisition will include 29 Centres in nine countries which attract around five million visitors each year.
LEGO Group CEO, Niels B Christiansen said: “We are excited to welcome the Discovery Centres to the LEGO Group and appreciate all that Merlin Entertainments has done to bring the LEGO brand to life through these attractions. They will be an important addition to our global network of retail stores and allow us to offer fans of all ages even more memorable hands-on brand and shopping experiences. We are looking forward to welcoming the dedicated Discovery Centre teams who inspire visitors bring to life their imagination and creativity through the power of LEGO Play.”
CEO Merlin Entertainments, Fiona Eastwood said: “For 20 years, Merlin has partnered with the LEGO Group to bring its beloved brand to life through experiential play, including in the Discovery Centres. It is now a natural next step for the Centres to become part of the LEGO Group, allowing Merlin to strengthen its focus on driving the growth and success of LEGOLAND Resorts alongside our other attractions worldwide. Together with the LEGO Group, we look forward to the opportunities ahead as we build on our shared commitment to delivering exceptional experiences for families across the globe.”
